3 Keys to Measuring Marketing and Sales Success
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Transcript of 3 Keys to Measuring Marketing and Sales Success
3 Keys to Measuring Marketing & Sales Success Meredith Brown Director Product Management, salesforce.com @meredithbrownsf
Ashwini Govindaraman Senior Product Manager, salesforce.com @ashwiniraman
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Meredith Brown Director of Product Management
Ashwini Govindaraman Senior Product Manager
Where are the best leads?
Which activities grow pipeline?
Can you justify marketing spend?
Where are the best leads? Which activities grow pipeline?
Can you justify marketing spend?
Pipeline Goals + Sales Processes
Visitors
Prospects
MQL
SQL
Closed Won
Build Your Prospect Pipeline
Use web-to-lead functionality or marketing automation to automatically create and bucket leads
Build Your Prospect Pipeline
When growing prospect pipeline from search…
Capture search engines, search type, campaigns, and keywords
Build Your Prospect Pipeline
Track social networks so you know which are effective pipeline building channels
Build Your Prospect Pipeline
Simplify lead capture from customer events
Build Your Prospect Pipeline
Evaluate lead sources to see where your best leads are coming from
Measure Lead Sources for Each Stage
Visitors
Prospects
MQL
SQL
Closed Won
Mar
ketin
g S
ales
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demo, video, Q&A, etc. Demo
Prospect Pipeline & Lead Sources
Where are the best leads?
Which activities grow pipeline? Can you justify marketing spend?
Opportunity Pipeline
Prospecting
Qualification
Needs Analysis
Value Proposition
Closed Won
Proposal
Negotiation
Where is Marketing @ each stage?
Prospect Engagement on Leads & Contacts
Track marketing interactions so you know which correlate most with closed-won opportunities
Marketing Actions Greater unification of marketing and sales workflow
Sales gets better insight from Pardot data on lead & contact records.
Native salesforce reports & dashboards help marketers understand efficacy of marketing initiatives.
Marketing Resources within Salesforce Understand the impact of marketing assets on prospect activity
Understand which marketing collateral drives the most prospect engagement.
Help Marketing optimize for assets that perform best in delivering new opportunities.
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demo, video, Q&A, etc. Demo
Marketing Actions
Track Marketing Activities by Stage
Recent Closed Won Opportunities
Marketing Insights Help Sales Close Deals
Push marketing dashboards to Sales to help them close deals faster
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demo, video, Q&A, etc. Demo
Velocity of Opportunity Pipeline & Marketing Impact
Where are the best leads?
Which activities grow pipeline?
Can you justify marketing spend?
Getting the Most from Salesforce Campaigns
• Use them
• Establish campaign types & success metrics
• Track responses (marketing automation helps!)
• Turn on campaign influence
• Add contacts to opportunities
• Create reports & dashboards
Which Campaigns Had the Best ROI?
Revenue Booked $375,200 Revenue Projected $510,902 Campaign Spend $50,000 ROI Settled 750% ROI Projected 1,022%
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demo, video, Q&A, etc. Demo
Velocity of Opportunity Pipeline & Marketing Impact
Get in Touch
Twitter @meredithbrownsf @ashwiniraman
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